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Last year, the coalition worked quietly behind the scenes to help pass an amendment to the National Defense Authorization Act that allows military officers to be able to ask troops who are struggling with mental health issues if they own a gun.

This week, the coalition released another public service announcement, this time featuring a number of high-ranking retired military officials pushing for a ban on assault weapons, calling them “weapons of war, not for cowards to use.”

“These are people who, unlike [National Rifle Association CEO] Wayne La Pierre, can actually shoot a gun,” coalition director Mark Glaze told POLITICO. “They fought for their country over a lifetime, and we have learned that they want to do the same there at home. And part of that fight is making sure that troubled soldiers are safe and making sure that elementary school students are safe from people who are in no way competent or constitutionally protected in owning extraordinary firepower.”

“These are people who understand what military-style weapons can do. They understand that there is a place for those weapons — and it’s not in the hallways of Sandy Hook Elementary,” Glaze said, referring to the Dec. 14 shooting in Newtown, Conn., that left 20 children and six school employees dead.

Formed in 2006, Mayors Against Illegal Guns now includes 850 mayors from 44 states. After the mass shootings in Newtown and Aurora, Colo., the group has been even more vocal.

Teaming up with retired generals and admirals to push for gun control just made sense, Glaze said. Many members of the military are also NRA members who strongly support the right to bear arms, but also believe in responsible gun ownership.

Stephen Xenakis, a retired Army brigadier general and medical corps officer who appeared in the PSA, said gun safety is “part of the military culture.”

Xenakis joined retired Army Vice Chief of Staff Gen. Peter Chiarelli, who has led an effort to help prevent military suicides, at a meeting at the White House on Tuesday with Vice President Joe Biden’s task force on gun control.

The meeting was set up by Mayors Against Illegal Guns.

Xenakis and Chiarelli were joined by several other top retired military officers, including Army Lt. Gen. Charles Otstott, Army Maj. Gen. Paul Eaton, Marine Brig. Gen. Stephen Cheney, Navy Rear Adm. James Barnett Jr. and Navy Rear Adm. Malcolm MacKinnon III.

Xenakis said the meeting was “excellent” and praised Biden for taking on such a controversial topic. “He’s very, very wise, he’s very balanced. He really understands what everybody wants,” Xenakis said.

That such a high-profile group of former military officers is willing to take on gun control speaks to the far reach of Bloomberg’s coalition, which has also worked closely with law enforcement officers.

“One thing you learn in this policy area is that the gun lobby has gone to places that are so extreme that they created allies for us in every corner,” Glaze said.

Bloomberg “is absolutely delighted to have people who know how to handle a gun explain to members of Congress that with rights come responsibilities,” he said.

This article first appeared on POLITICO Pro at 2:27 p.m. on February 28, 2013.